Review of law sciences

 
IV. Conclusion: Proposal for Uzbekistan 
The proposal of this paper is to design the Transitional Competition Model, which it will be 
able to deal effectively with improper advertising problems not only in Uzbekistan, but also in 
other CIS member states. The proposed Model includes three main integral institutions, such as 
conceptual design, balance of interest, and interactive regulation. 
The conceptual design proposes to divide improper advertising into two independent parts. 
The first part is "improper by form", which describes the violation of requirements to time, place 
and manner of advertising as well as unsubstantiated advertising. This part provides free flow the 
commercial advertisement in economy. The applicable standards for this part are non-content 
based regulative standard and form-based decision-making standard. The second part is "improper 
by content" that is "misleading advertising". This part describes legal provisions on actual 
deception and tendency to mislead consumers, in addition the provisions will be developed with 
complementary standard on materiality. The applicable standards for this part are content-based 
regulative standard and effect-based decision-making standard. Taking into consideration of both 
standards punitive sanctions for each part should be separated. 
Balance of competing interests in regulation of misleading advertising is provided by 
application of "A market free of false advertising" theory or "Equilibrium Model" alternatively. 
One of these measures will be chosen on the basis of "robust industry" principle. If particular 
market has a few competitors and an imposed remedy for misleading advertising causes to exclude 
the competitor from the market, "a market free of false advertising" theory will be applied in order 
to keep defender-competitor for further consumer choice and do not allow plaintiff to be a 
monopolist in the market. If competitors are enough in particular market, the moderate penalty 

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